The Opportunity:
The Sr Manager, Brand Strategy & Activation will lead defining the long-term brand strategy, positioning, and cross-category strategy. The Sr Manager will focus on Thomas & Friends, Matchbox and Disney Pixar Cars, developing and executing strategies that define the brand strategy, accelerate brand awareness, drive launches and grow the full franchise business. The Sr Manager will manage a team of direct reports, and will report directly into Head of Brand for Portfolio Vehicles.
What Your Impact Will Be:
Brand Strategy
- Partner with leadership to define brand vision, mission, and positioning
- Steward brand equity across all categories (toys and franchise verticals)
- Lead consumer insights work and make informed recommendations to inform equity and purpose
- Develop portfolio strategy in partnership with leadership
- Establish global brand guardrails (visual identity, tone, messaging pillars) to allow cross functional empowerment
- Partner with Toy and Franchise Marketing to ensure brand consistency across product, experiences and retail
- Develop Content in partnership with Mattel Studios to ensure brand objectives and alignment
- Serve as the cross-functional integrator between content, product, experiences, retail, and marketing
Brand Activation
- Plan brand “moments” (anniversaries, entertainment launches, retail programs) that support all lines of business.
- Translate brand strategy into campaigns, content, and activations
- Plan and execute integrated marketing plans (digital, retail, social, influencer, events, PR)
- Manage media strategy in partnership with regional marketing leads and creative production in partnership with creative team (ads, visuals, storytelling assets)
- Ensure creative execution stays consistent with brand positioning (via brand guardrails) and product highlights
- Create brand stories that drive demand, brand love and consumer loyalty
- In partnership with Brand Creative, manage external agencies scope and strategy
- Track & report on campaign performance (awareness, engagement, conversion)
- Track & report on brand health through consumer engagement, sales performance, and cultural impact.